To build up anticipation for the season two premiere of Westworld this past weekend, HBO relied on viral marketing.

To build up anticipation for the season two premiere of Westworld this past weekend, HBO relied on viral marketing. It was through the trailer for the new season that Reddit users discovered binary codes that translated into website URLs. Fans were then led to Delos Destinations—the operator behind the theme park in the series—where they could attempt to make reservations or come across other teasers after some digging. HBO took a similar “puzzle-box” approach for season one and as a result, they had one of its “most successful series debut ever.” (brandchannel)